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Looking at the recent history of the global retail marketplace can tell us a lot about its future. In the last two decades, brick-and-mortar businesses have closed by the thousands, with record numbers continuing to shutter each year. The rise of e-commerce and web-based retail has generated momentum toward a direct-to-consumer (D2C) model of sales that prioritizes speed, convenience, and real-time service. This structure creates an environment where brands of all kinds can compete for…

When a crisis hits, advertisers suddenly find themselves in uncharted waters, and confusion abounds. What’s the best way to talk to customers about sensitive topics? What constitutes a claim? No brand wants to rub customers the wrong way with a tone-deaf ad, or worse, find themselves facing a PR disaster. Here are some of the dos and don’ts that brands should take aboard when considering how to implement ads during a crisis. Don’t Run the…

Online stores used to be an asset to brick-and-mortar businesses but not necessarily where the bulk of sales were made, meaning website engagement was nice, but not essential. To say things have changed is an understatement; now, driving website engagement is critical for e-commerce business owners. For best practices around creating landing pages: Importance of Driving Website Engagement Every new and returning customer that visits your e-commerce website provides an opportunity to close a sale.…

Now that you’ve created your video and it’s out in the world (if you haven’t yet, check out Video Best Practices: Parts 1 and 2), it’s time to look at video metrics to measure success. Your definition of success for video marketing campaigns will determine which metrics are most important to you. Most video campaigns are geared towards driving awareness for your brand, and it’s traditionally been hard to see the long-term impacts of your…

For digital brands and e-commerce retailers, changes in the market this year have been swift and momentous. Shifting consumer habits, new demographics, wild fluctuations in demand, and a constant need to adjust messaging to suit the circumstances on the ground — just keeping up is the biggest challenge of all. As the world edges toward a new milestone — there will be over 2 billion online shoppers worldwide this year — there are several e-commerce…

Now that you know what type of video you need (if you haven’t yet, check out Video Best Practices Part 1: Pre-Production Strategies!) it’s time to think about how to handle the production process. We’re going to go through our tips and tricks for tackling production yourself, but know that if that’s not the route you want to explore, you can always work with a production company to handle the shoot for you. Depending on…

At this point, it should come as no surprise that video content is considered essential for all brands — especially so for e-commerce brands. As an e-commerce professional, you’ve probably seen metrics touting video’s ability to build brand awareness, drive sales, and encourage repeat business. And as a consumer, you’ve probably noticed that video content is seemingly everywhere. Despite the fact that virtually every brand could benefit from video content, not everyone is familiar with…

When starting a business and operating off a shoestring marketing budget, there’s always that one all-important question: “How can I conserve money and bring in results?” Because no matter how small your niche or how loyal your company customer base is, you need to have a robust marketing strategy to create and sustain a digital presence. So, how can small companies accomplish this with limited resources? Let’s explore how you can effectively run your business…

One thing is clear about the retail fashion industry — it’s absolutely huge. Worldwide, annual revenue stands at $2.5 trillion. But it’s not all smooth sailing. The industry is plagued with overproduction — 30 to 40% every season — which makes it incredibly competitive. Plus, the industry is moving away from the traditional spring/summer, winter/fall dual season concept in favor of a more economically viable, on-demand supply. Retail apparel brands are under constant, ever-increasing pressure…

So far, we’ve covered a lot of ground (if you haven’t yet, check out Email Marketing 101: Audience Building and Email Content). We discussed building an audience, creating segmentation, and also outlined best practices for putting your email together. Next in line is how to launch your campaign, analyze results, and maximize your performance. On how to build your audience and email content: Launching Your Campaign  There are a few different ways to structure your…